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Co-operative Financial Services Case Study: Effectively Communicating an Ethical strategy

리서치사 Datamonitor
발행일 2009년 07월 상품코드 96195
페이지 정보 19 pages
가격
US $ 4,495 ￦ 5,355,700 PDF by E-mail (Single User License)
US $ 11,238 ￦ 13,390,000 PDF by E-mail (Global Site License)


영문목차

Abstract

Introduction

This case study on Co-operative Financial Services forms part of Datamonitor' s new series highlighting best practice in specific areas of financial services.

Scope of this research

  • This case study analyzes the key successful elements in Co-operative Financial Services' marketing strategy
  • The case study examines how the brand has developed to its current status and why it appeals to consumers so strongly
  • Datamonitor' s Financial Services Megatrend Framework is used to analyze the effectiveness of customer targeting strategies

Research and analysis highlights

As worldwide financial services markets undergo a period of enormous upheaval, products which appeal to softer attributes other than simply the desire to make fast returns have increased in popularity. By targeting community-focused and ethical investors, CFS has effectively carved itself a profitable niche.

Key reasons to purchase this research

  • Gain insight into the methods used by important industry players to give them a competitive edge
  • Identify specific areas for operational improvement
  • Capitalize on the knowledge of experienced companies when entering a new niche or market

Table of Contents

DATAMONITOR VIEW

  • CATALYST
  • Summary

ANALYSIS

  • Co-operative Financial Services: leading the way in ethical financial services
    • The Co-operative Group has a long history of close relationships with its customers
    • CFS' rebranding aligns with key consumer Megatrends
    • The Co-operative Bank has identified a ' sweet spot' of target consumers
    • CFS is focusing on its specialist market as a customer acquisition strategy for the downturn

APPENDIX

  • Data tables
  • Definitions
    • The Datamonitor Financial Services Consumer Insight Megatrend Framework
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer

TABLES

  • Table: Unsecured personal loan market by gross lending (£m)
  • Table: Current account market split by market share (%)

FIGURES

  • Figure: The Co-Operative Group had 1.6% of the current account market in 2007
  • Figure: The Co-Operative had a 1.2% market share of unsecured personal loan gross lending in 2007
  • Figure: Comfort is central to the Co-operative' s ethical principles
  • Figure: Connectivity is all important to the Co-operative' s ethical principles
  • Figure: CFS' most valuable customers are conscience consumers
  • Figure: www.goodwithmoney.com is an excellent resource which complements CFS' adverts
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